Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Kajian Bisnis STIE Widya Wiwaha
Resmita , Nova
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH BRAND AWARENESS, BRAND EXPERIENCE, DAN BRAND PERSONALITY TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI: Studi Empiris Kopi Janji Jiwa Magelang Resmita , Nova; Ajeng Pramesti, Diesyana
Kajian Bisnis Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Vol 32 No 1 (2024): JURNAL KAJIAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jkb.v32i1.846

Abstract

The purpose of this research is to see how brand awareness, experience with the brand, and brand personality influence purchasing decisions with purchase intention as a mediating variable. The general public who have purchased Kopi Janji Jiwa products are the subjects of this study. Using a purposive sampling method consisting of 105 respondents. Multiple linear regression was used in conjunction with the SPSS version 25.0 program. This study shows that purchasing interest is not influenced by brand awareness; Purchase interest is influenced by brand experience and brand personality; purchasing decisions are influenced by brand awareness; purchasing decisions are not influenced by brand experience and brand personality; and purchase interest does not mediate the influence of brand awareness, brand experience, and brand personality.
Co-Authors Ajeng Pramesti, Diesyana